future thinking report (1)

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Miriam BakkaliN0514961

Strategic & Creative Solutions

Future Thinking Report

Digital Connectivity

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word count: 3298

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06 Aim 07 Methodology

09 Introduction

10 Digital Connectivity

12 Trend Drivers

14 Trend Consequences

18 Industries’ Implications

20 Travel

22 Health

26 Retail

30 Consumer’ Implications

39 Summary

42 List of Illustration

46 References

50 Bibliography

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Aim

The aim of this report is to explore and rigorously analyse ‘Digital Connectivity’ as a key current macro trend, discussing how it is influencing society, business and consumers’ behav-iour on a personal level. The core of this analysis is to debate how the trend affects different industries, such as ‘travel’, ‘health & wellbeing’ and ‘retail’, with great attention on how consumers are responding to these shifts and on the possible heterogeneous outcomes that are deeply interlinked.

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Methodology

In order to develop a consistent and solid report, I have used a variety of secondary sources in order to broaden my understanding of the macro trend. A deep literature review has been used to analyse existing data in order to highlights substantive findings as well as methodological contributions to the Digital trend.Great attention has been dedicated to specific journals as RetailWeek and The Economist, and academic reports as Mintel and WGSN.

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‘ The web is more a social creation than a technical one ’

Tim Berners-Lee, 1999

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1. Introduction

The world has changed more rapidly and dramatically than ever. There is more content in the world, created, shared and showcased in real time, than ever before. Digital technology is evolving at a supersonic pace, offering affordable devices as well as cloud computing to billions of consumers.

This large-scale effect specifies Digital Connectivity as a dis-ruptive macro-trend, because of it is global impact that has significant long-term changes on the main aspects of economy and society, that results in crucial alterations and deep transfor-mation in consumers’ behaviour and decision-making.

According to the forecasting agency Pwc ‘by the year 2020 an entire generation will have grown up in a primarily digital world’(Friedrich, R. et al, 2015). Therefore, consumers natu-rally expect to be always connected, willing to share personal data. ‘Everything is now liquid and linked’: this is how one of the most powerful brand in the world, Coca-Cola Company, is conceiving its new marketing strategy and it is judicious and reasonable having this mind-set while evaluating all the macro trend’s implications. Everything is considered liquid because information and data flow, acting like water, occupying every space everywhere in an accelerated time; and everything is linked because real time connections are deconstructing the concept of distance and accessibility. The consequences on so-ciety of this deconstruction of spaces and time are multiple and unpredictable and the debate is just started.

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2. What is Digital Connectivity?

In order to answer this question in a thoughtful way it is neces-sary to define the two words: ‘digital’ and ‘connectivity’.

What is digital?Digital nowadays has become a buzzword and the real mean-ing has lost its relevance. The term ‘Digital’ describes ‘elec-tronic technology that generates, stores, and processes data’ (Rouse, 2005). This electronic technology had led to a conver-gence of different social and economic changes in a phenome-nal digital revolution.

What does Connectivity mean? Connectivity is the state of being interconnected, all the time from everywhere. Any mobile device has a 24/7 access to the web, social media and email, all available in almost anyone’s pocket.

‘Digital Connectivity’ represents the power of this new sophis-ticated technology interconnected in a relentlessly way. This ever-linked state is reshaping industries and consumer behav-iour’s patterns, creating unexplored possibilities discussed in the following chapters.

‘This era will be defined by the digitization and connection of everything and everyone with the goal of automating much of life, effectively creating time, by maximizing the efficiency of everything we do…’

Marcus Weldon

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fig. 1

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3. Trend Drivers

The driving forces behind Digital Connectivity are complex and complementary. Dramatic and sensational changes have been carried out since the first digital transistor was invented in 1947 by John Bardeen and the first computer conceived in the 50s.

Technology has developed more powerful, faster and smaller devices. However, what made this technology extremely perva-sive and universal was the invention of the internet. ‘The Net’, the global system of interconnected computer networks that linked billions of devices worldwide, which origin is date back to the 1960s’ in California. The power of connection is directly linked with the constitution on the WWW, World Wide Web, the real first key for people to access the internet and its ‘networks of nerworks’, invented by English scientist Tim Berners-Lee in the 1989, followed by the mobile revolution that we are experiencing this last decade.

The internet led to a universe of possibilities and one of the key drivers is the chance to fulfil human’s needs, principally the need to connect with others. The first social network was Six Degrees, launched in the 1997, followed by many others as MySpace in 2003, Facebook in 2004 and Twitter in 2006. These social tools are driving a convergence of elements that are supporting a new connectivity causing a significant disruption.

In fig.1 Maslow’s Hierarchy of needs translated in social media communicates effectively how they have become a dominating factor in people’s life. A digital, affordable, tool to fulfil deep-er needs as self-esteem, friendships, self-respect and intimacy. Nevertheless, relying on digital connectivity to fulfil human basi-lar needs could sound as a contradiction, due to the intangible nature of online communication reflected on the real world.

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It could even been argued that social media has become a phys-iological need itself as its all-pervasive essence is manifesting in hours and hours spent online, that are eventually drawn to poor mental health. Surely how this disruption truly meets human needs is debatable and further analysed in section 6 (pag. 34).

fig. 2

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‘The mobile revolution, centered on the development of global cloud infrastructure and development of smart mobile devices are accelerating the transition to a new phase of nomadic human existance’

Weldon. 2015:10

4. Trend Consequences

Digital connectivity has empowered society; however, the main point is how this power is exploited. The dynamism of this mac-ro-trend generates many different consequences that are tracka-ble in all the different industries.

4.1 Evolving communication patterns

In history, communication was always ‘packed’ in certain forms, as for example TV ads, poster or radio. Now communication is seamless, fluid and most of immeasurable. People are constantly bombarded with information that generates a distraction rising, changing media and marketing’s dynamics and lexicon. Also the strong proliferation of tools that permit the sharing of user created content, face the problem of a borderless commu-nication aimed to a global conversation. This implies an evolving global language from verbal to visual, with an extension of sim-

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4.2 Augmented Reality

The ‘immersive’ nature of augmented real-ity(AR) as an enhanced life were comput-er-generated imputs drive a strong mental engagement and a deep level of sensory identification is a growing desire. AR can improve almost every human activities, from business to cultural and social, such as inte-grated print and video marketing, with re-al-time products’ demos and multiple views, as the Ikea Catalogue features 90 products with AR on the page which allow users the ability to transpose products in their home (fig.3). Augmented reality glasses for exam-ple can allow travelling without leaving home, help surgeons perform their jobs better or help everyday life with a main short-cut: hav-ing a pair of hands back. Despite this extraor-dinary progress, it is also believed that AR could further distance people from the real world, that is already a considerable ‘reality’ to be explored without extra virtual tools. Furthermore, everything could be turned into a potential advertising space, rising the al-ready claustrophobic amount on information available. Privacy and cybersecurity concerns are debatable as well, as ‘AR’s capacity for “constant” recording of data in addition to its ability to process information on top of physical reality, raises interesting issues that go beyond current questions of privacy, free speech, and discrimination’ (Nielsen, 2015).

fig.3

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4.3 Personalisation

The convergence of human and computers has change the rules of brand engagement, strongly empowering consumers that are expecting higher level of consistency from brands, causing a major shift towards a stronger customisation. Big data is driving this consequence, as they are fundamental to create a satisfactory tailored product or service. Tracking con-sumer’s location, contacts, buying preferences, on-line re-search pattern allows business to create specific profiles linked to ad-hoc offers. However, is it a personalised experience or unacceptable digital stalking? As supported by Nathasha Clark (2014), there are potential alarming consequences as it is felt that brands over-stepped this data trade-off, however this po-tential ‘violation’ is perceived differently based on different age group (fig.4), with the younger generation more open to share personal data.

4. Trend Consequences

fig.4

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4.4 Gamification effect

Gamification is a crucial part of business’s digital strategy, being key for consumer engagement and activity. Gaming elements such as prizes and leader boards boost consumer attention and employees commitment, becoming a driver to motivate people to achieve their goals. This consequence is deeper analysed with regards the different industries in the following section.

fig.5

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5. Industries’ Implications

From a business prospective, the challenge is tough. Being ahead of the game, with mobile being the closest and most important medium, brands need to re-evaluate and rebrand themselves to be appealing and relevant on a 2 inch by 4 inch screen. The term ‘connectivity’ entails that everything is con-nected as never before and every action should transcend the company’s benefit to embrace a much broader scenario, being an additional value to everyone, from the supply chain to the community and the end-consumer. A major shift from tradition-al B2C business models toward co-created platforms is detecta-ble in successful example such as Uber and Airbnb (fig.8)In fig. 4 is remarkably clear how digital based companies’ growth such as Netflix or Amazon extraordinarily exceed the growth results of traditional companies such as Walmart. The ‘wheel of disruption’ (fig.5) with its diverse tools is affecting all the industries on different levels.

fig.6

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fig.7

fig.8

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5.1 Travel

In the Travel industry digital technology has profoundly changed the dynamics, transforming the sector scenario in a mass global tourism infrastructure where the ‘connected traveller’ is the king. There is a high expectation in seamless cross-devices and cross platforms experience and interactions. When looking for inspi-ration or booking a holiday, the majority (54%) of consumers researched by Mintel in May 2015 feel that ‘they don’t need to talk to a travel expert anymore’ (McGivney, 2015) mainly to save money and having a more tailored experience. Here explained the main implications of this change:

5.1.1 Virtual Reality The ‘4D’, computer-generated immersive experience is a key feature for Travel brands to showcase exclusive services or to even offer an exclusive ‘taste’ of a particular destination before being there. For example, British Airway is taking a step ahead of the game, implementing with Google a virtual street view of its cabin (fig.9). Virgin Holidays created a ‘sensory holiday laborato-ry’ where customers were at the centre of a multi-sensory envi-ronment with a textured flooring, interactive lighting and specific scents.

fig.9 fig.10

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5.1.2 Ubiquitous connection and wearable tech In-flight Wi-Fi and embracing wearable tech is now more expect-ed from consumers. Air Berlin, Vueling and Iberia implemented mobile boarding passes for smartwatches while Virgin Atlantic has trialled the use of Google Glass for its staff (Munson, 2014). Brands has to optimise a seamless cross-platform research, book-ing and experience process where users ‘can start the purchasing journey on one device and finish on another’ (Segal, March 2014). Disney World’s Magic wristband represents the future of aug-mented experience in a simple wearable technology that allows an unprecedented personalisation. A simple, rubber device which incorporate a RFID chip and a radio connected with a powerful system of sensors within the park (Kuang, 2015), allowing the visitors to have a more relevant ‘fluid’ experience.

fig.11

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5.2 Health

In the Health and Wellbeing industry, the connection between user and device is closer than in any other and digital connectiv-ity is supporting a large variety of self-diagnostic tools (Cave J.,et al., 2010). Digital medical devices and wellness apps are rapidly improving, led by the tech pioneers of Apples, Google and Mi-crosoft, and it is crucial to have true engagement with the used device.

5.2.1 Tracker technology and the ‘ultimate’ Health experi-ence

Personal digital devices are changing how we deal with health. ’Quantify’ people’s body and performances through wearable devices (fig. 12) is a global demand in order to reach healthier lives. According to Bertalan Mesko,MD,PhD ‘the whole healthcare experience must be redesigned in order to meet the expectations of today’s e-patients’ delivering solution geared to each individ-ual’s condition. Having more and more sophisticated tracking devices that measure everything from physical activity, to stress level and emotional state can reveal ‘how each aspect of our life consciously and unconsciously impact each other’ (Cha, 2015). Otherwise, some academics criticise tracking as prime evidence of the narcissism of the social media age, and others argued the accuracy and privacy of such devices as ‘getting the data is much easier that making it useful and relevant’, said Deborah Estrin, professor of computer science at Cornell University in NY.

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fig.12

Examples of the most popular health track devices explained by Clark Pattern-son (2015)

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5.2.2 The new slow-tech wellbeing

The slow technology movement is part of a greater cultural agenda, ‘the slow movement’, promoting a slower pace of life. Digital detox is a growing buzzword and a growing consum-ers’ need to switch off from technology and the unhealthy effects of the ‘always-on’ trend. The Journal of personal and Ubiquitous Computing described Slow Technology as ‘a de-sign agenda for technology aimed at reflection and moments of mental rest rather than efficiency in performance’(Hall-nas,2001).

The future of digital detox is not banning technology but integrating it in a more holistic way to help slowdown and ‘disconnect’ the brain. Interestingly, this trend is embraced by tech companies including Google running courses for staff such as Search Inside Yourself to encourage mindfulness in the workplace’ (fig. 14) Slow-social apps such as ‘Freedom’ help the customer stay productive, not letting the user log back on social media for the desired amount of time. Humor-ously, a ‘1995 mode’ option is available as well in order make and receive calls only. Furthermore, meditation apps prove to reduce stress and help us keep calm and sleep better as the UK’s app ‘Buddhify’ or ‘Headspace’ (fig.13), where tailored meditation sessions are delivered.

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fig.12Digital Detox free app

fig.13

fig.14

Meditation

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5.1 Retail

According to Retail Insider’s ‘Digital Retail Innovations Re-port’(2015) ‘there is no part of retail that is not being impacted by the ongoing march of digital’ and customers require a constant response from retailers. As Floor(2006) stated, consumers are feelings-driven, always willing to be inspired by a singular range of experiential shopping surroundings.

5.1.1 Seamless E-commerce

E-commerce reaches 11% of all retail sales, a strong growth mainly due to the increasing participation in shopping via tablets and smartphones (Mintel, 2015). However, being available on-line is not enough as the e-customer required more. ‘Online Pre-or-dering’ services are increasingly demanded by customers and innovative leading brands such as Starbucks are embracing the trend. Additionally, virtual fitting rooms are expected to be more and more accurate as well. For example Metail virtual fitting room creates a 94-96% accurate model (Retail Insider, 2015) that allows visitors to try on clothes online, creating outfits with the confi-dence of ‘real’ fitting.


fig.15

Metail Virtual Fitting room feedback(2015)

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5.1.2 Interactive Sensorial experience Understanding the growing potential of sensory stimulation of consumer is key to create a compelling retail experience that is driven by their perception and satisfaction. Lindstrom (2010) affirmed that sensory stimuli could motivate consumer behav-iour, allowing emotional responses and loyalty. This sensorial experience implemented with digital devices can enhance the whole journey, transferring smells, tastes and textures digitally. VicarVision is developing the ‘Empathic Products’ project that use emotion recognition to personalise advertising in shopping centres (Nightingale, 2014). Personalised and relevant experi-ence are supported by the growing Beacon and Haptics tech-nologies where shoppers’ mobile devices are utilised to create a richer shopping involvement.

fig.16

VicarVision’s research on personalised emotional expe-rience

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5.1.3 A new digital loyalty

An interesting effect of connectivity on retailing is the new evolving digital relationship between brands and consumers, built on gaming and interactivity. For example, Mark & Spencer unveiled their new customer relationship scheme, a 21century connection based on 1 to 1 engagement, now possible thanks to advances data and digital tech. M&S insights and loyalty direc-tor Suzanne Broer said: ‘Loyalty is the wrong word to use, it is about a new relationship with customers –recognition, relevance, tailored and a conversation. We want to go beyond generic discount’. Following this evolving trend, John Lewis signed up 1.6 million members with its innovative loyalty scheme (Vizard, 2015) where customers do not have to carry around a plastic card anymore (fig.17).

However, brand loyalty in the digital era is not one-dimensional and the accessibility to different offers and possibilities has led to an evolving brand relationships. Costumers still love brands but it does not mean ‘the relationship is monogamous’ (Anon., 2015). In effect, the most successful brands will be those who will not work on establish new loyalty models but creating di-verse types of connections and relationships that could meet the diverse needs of consumers.


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fig.17

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6. Consumer’s Implications

It is now clear how the digital environment had changed the way business and consumers interact, but how this trend affects people it is discussed further in this session. As we can see in fig. 18, consumers are the category most influ-enced by the digital disruption. As defined by Afhsar(2014) in the Huffington Post, we are living in the age of the ‘Empowered Consumer’ and this emerging consumer profile could be sum-marised by 4 key traits, defined by Steven Rosenbaum(2015) on Forbes:

fig.16:

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To this extend, the digital impact on consumers and their spending habits is huge but what is even more complex and ground-breaking is the consequences on their personal human level.

Hands-on Smart Mobile Global

Ad-sceptical, they are more and more driven towards customised solu-tions, having a clear view on how they want to experience their shopping ‘s jour-ney. They would definitely be driven by ‘try-before-buy’ solutions and innovation.

Being savvier than ever, with a world of infor-mation to re-search into, they double check their resources before decisions.

Mobile phones are consumer’s new life com-panion and critical assistant, therefore on-the-go solu-tions are crucial to meet their needs.

Their ability to shop in a world market has upgrade the consumers with an open-mind set towards different sug-gestions and an independent way of no-bor-ders shopping.

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6.1 Blurred Lines

Internet allows greater flexibility in working hours and location and low cost instantaneous sharing of ideas has made collabo-rative work dramatically easier. However, tech trends are likely to further blur the distinction between private and professional spheres. The crucial question is if this tendency is empowering people or debilitating them. According to Joe Nandhakumar, Professor of Information Systems at University of Warwick, ‘ubiq-uitous digital connectivity helps the effective completion of col-lective tasks’, allowing much greater control over timing. There is a growing body of evidence that suggest the use of such technol-ogies to help better reach organisational goals. (Nandhakumar, 2012).

In contrast with this point of view, Dr. Larry Rosen, expert of ‘psy-chology of technology’ and professor at California State Univer-sity, suggests that digital tech has ‘begun to negatively affect our mental and physical health’, as these devices are not enhancing our quality life but there are ‘psychopathological relationship with them’ (Nandhakumar, 2012).

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6.2 Social media

Humans as social animals depend on other humans’ effort and social interactions are crucial for an healthy psychological development and self-assurance (Gray, 2010). Social media had monopolised this need, creating new ways to socialise, interact, and share common interests, which is a positive enhancement to everyone’s life. However, as proved from different studies, using social media more often, mainly for managing the online self-representation, could lead to ‘clinical symptoms of most psychological disorders’ such anxiety, insomnia or even de-pression (Nandhakumar, 2012). Also the ‘online disinhibition effect’ supported by the anonymous nature of online identities determine the tendency of many individuals to behave more stridently or offensively online that they would in real life (Suler, 2004). This effect could generate negative consequences such as ‘Cyberbullying’. According to Cyberbullying statistics (2010) from i-SAFE foundation over half of adolescents and teens have been bullied online and well over half of young people do not tell their parents when cyber bullying occurs. As report-ed by The Telegraph ‘social media has changed where hate crime happens’ (Miller,C.,2015) and how it is conducted, with a greater preference for the victim’s identity, as race, gender or sexuality. However, it is confirmed that children with histories of offline victimisation are more vulnerable to cyberbullying, proving that social media is not the cause but just a tool. More-over, social media could also support mental health, by provid-ing online therapeutically group support for a range of mental disorders including depression and anxiety.

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6.3 Communication & Emotion

55, 38 and 7. These are the numbers associated with communica-tion: 55% is body language, 38% tone of voice and only 7% is the actual words spoken/written. This point, well-argued by the re-searcher Albert Mehrabian (Yaffe, 2011) proves a remarkable ob-stacle for an effective and meaningful digital communication as its nature is mainly written through emails and text. Despite this limitation, the digital world represents a space in which emotions are expressed and technology influences how these emotions are modulated. Misunderstandings are a key constant in everyday virtual conversations. In fact, Kristin Bryron (Goleman, 2007) in her study demonstrates how e-mail receivers often misinterpret e-mails as more emotionally negative or neutral than intended. So the questions raised are: Is this digital communication taking away the ‘humanity’ in human relationships or is it just an obvi-ous evolution? How emotions can be interpreted in the digital space to allow a true engagement between people interacting online?

As technology improves, it becomes more and more ‘human’. And more visual. The ‘Emoji’ revolution is leading this need of a more immediate visual communication, being the fastest grow-ing language in the world (Becher, 2015). Linguistic Ben Zimmer define ‘emoji’ as ‘a wild west era’ where people are ‘making up the rules as they go’. The emoji language is bridging the com-munication gap with 72% of 18-25 years old finding it easier to express emotion in emojis than in words (Jones, 2015).

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Notwithstanding, New Republic’s journalist Alice Robb(2014) argued that emoji is making people less emotional, affecting their capability to express and investigate their inner state in a deeper way. Where this revolution is heading will be also investigated in further research during this academic year.

fig.16 LIGO Electronic LTD’s study on social media effects’ on teens

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7. Summary

While early in its expansion, digital transformation repre-sents the ‘next big thing’ for business and customer ex-perience and society. Those brands that will invest more in not just getting the ‘big data’ but actually learning from those data and researching their digital customers’ new behavioural and communication patterns will carry an important advantage in the market. Interestingly, as digital connectivity is evolving is making businesses ‘more human’ and the future of these convergences in a new ‘digital society’ is the real exciting question mark. As such, a meaningful digital connectivity is not a goal. Alternately, it’s a journey that seeks out how to use digital technolo-gies and all the various related technologies in ways that improve customer relationships and lifestyles. The ‘bub-bles’ explored in this report will be the springboards for further interesting and challenging research and investi-gations.

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List of Illustration

Tata Comm, 2015. ‘Global city’. Available at http://tatacommunications-new-world.com/?p=2369[Accessed 09/10/2015]

Barsotti [pseud.], 2015. ‘Digital generation’. Pinterest. Available at https://www.pinterest.com/mattbarsotti/ [Accessed 09/10/2015]

Anon., 2013. ‘New Vatican crowd’. BusinessInsider. Available at http://www.businessinsider.com.au/vatican-square-2005-and-2013-2013-3 [Accessed 09/10/2015]

Domo, 2014. ‘Data generated every minute’. Aci. Available at http://aci.info/2014/07/12/the-data-explosion-in-2014-minute-by-minute-infograph-ic/ [Accessed 02/11/2015]

Val, 2015. ‘Maslow’s hierarchy of social media’. Wordpress. Available at https://socialmediaandtheself.wordpress.com/2013/10/21/maslows-hier-archy-of-social-media/ [Accessed 09/10/2015]

Ikea, 2014. ‘Augmented Reality Catalogue’. DeZeen Magazine. Available at http://www.dezeen.com/2013/08/05/ikea-launches-augmented-reali-ty-catalogue/ [Accessed 22/10/2015]

Towerdata, 2014. ‘Predicted Personalisation consumers’ reaction’. Avail-able at http://www.towerdata.com/blog/bid/191616/Make-Personal-ized-Email-Feel-Comfortable-Not-Creepy [Accessed 02/11/2015]

Newsoftware, 2013.’Gamification market’ Available at https://newsonsoft-ware.wordpress.com/2013/03/21/gamification-the-hot-trends-in-business/ [Accessed 10/10/2015]

Solis, B., 2015. ‘Wheel of disruptions’. Altimeter. Available at http://altimetergroupdigitaltransformation.com/img/dt-report.pdf [Accessed 22/10/2015]

Marcus Weldon,2015. Relative impact of the internet on different indus-tries. The Future X Network.

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Mintel, 2015. ‘Google street view in British airways A318 Aircraft’. Available at http://academic.mintel.com/display/753744/ [Accessed 04/11/2015]

Croslin Bob, 2015. Disney’s magic wristband. Available at http://www.wired.com/2015/03/disney-magicband/#slide-1 [Accessed 04/11/2015]

Patterson Clark, 2015. Devices aimed to monitor health. Gartner. Avail-able at http://www.theguardian.com/society/2015/may/19/digital-fit-ness-technology-data-heath-medicine#img-2 [Accessed 02/11/2015]

Digital detox app, 2015. ‘Digital detox app home screen’. Available at https://tirl.org/software/digitaldetox/ [Accessed 10/11/2015]

Champagne, C., 2014. ‘Meditation App – stop, breath and think’ . Avail-able at http://www.fastcocreate.com/3024948/stop-breathe-think-a-new-meditation-app-to-boost-compassion-and-creativity [Accessed 02/11/2015]

Metail, 2015. ‘Feedback’. Available at http://metail.com/retailers/ [Ac-cessed 03/11/2015]

Journalist resource, 2015. ‘Uber most valuable brand’. Available at http://journalistsresource.org/studies/economics/business/airbnb-ly-ft-uber-bike-share-sharing-economy-research-roundup [Accessed

Virgin, 2014. ‘Try-before-buy travel solution’. Available at http://www.virgin.com/travel/virgin-holidays-to-let-customers-try-before-they-buy[Ac-cessed 04/11/2015]

SundayBusiness, 2015. ‘SYI’. NYT. Available at http://www.dailygood.org/story/272/google-s-chade-meng-tan-wants-you-to-search-inside-yourself/[Accessed 03/11/2015]

VicarVision, 2015. ‘Feelings’. Available at http://www.vicarvision.nl/[Accessed 03/11/2015]

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Marcus Weldon,2015. Relative impact of the internet on different indus-tries. The Future X Network.

LIGO Electonic LTD, 2015. ‘Emotional drain’. Available at http://www.techquark.com/2015/05/what-is-teen-emotional-drain-how.html [Ac-cessed 08/11/2015]

WGSN, 2015. ‘Without words. Available at http://lp.wgsn.com/Emo-ji-Evolution_EN.html[Accessed 08/11/2015]

Getty images, 2015. ‘Connected world’. Available at http://www.gettyimages.co.uk/detail/photo/connected-city-sunrise-royalty-free-im-age/185274311[Accessed 08/11/2015]

List of Illustration

John Lewis,2015.Digital Loyalty card. MarketingWeek. Available at https://www.marketingweek.com/2015/09/28/myjohnlewis-loyalty-scheme-signs-up-1-6-million-members-as-it-adds-new-digital-features/

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References

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